“Here’s a simple fact of life for anyone looking at web metrics: if someone logs on to your site, initiatess and completes a transaction that puts revenue in the ledger column marked “income,” you’re good to go. Anything you have on your site that adds to the time it takes a customer to find and buy your products gets in the way of this most important metric.
“Now go out and sin no more.”
Jim’s point is well taken, but slightly off the mark. Customer satisfaction is certainly a noble quantifier of site performance — and the ubiquitous BizRate or SurveyMonkey survey is one blunt axe in an online retailer’s tool box. I agree with Jim that the launch of a post transaction survey with a promise of a free subscription to a magazine, or the eternal thanks of the site’s owners, is a pain in the butt.
I have no insights into how one tracks whether or not a completed sale was a good or a negative experience. Jim’s point is that a completed sale is money in the bank, full stop. I am sure our customer satisfaction people would disagree and would try to seek some post-game analysis from the customer to drive improvements.